Instructor Resource
Neck, Neck, & Murray, Entrepreneurship: The Practice and Mindset
SAGE Publications, 2018
Experiential Exercises
Chapter 10: Creating Revenue Models
Exercise: Revenue Model Shifts
Description
This exercise gives students an opportunity to explore and see how an entire business model can
change by simply changing the revenue model. By using a simple venture, a lemonade stand,
students will see the business idea transform and adapt based on revenue model depicted.
Learning Objectives
• Illustrate how each revenue model applied to the same business can alter the entire business
model.
Materials List
Instructors can use a version of the handout below. Each student (or team) should be given one
handout.
Time Plan (Total Time: 35 Minutes)
The Activity 0:00–0:20 (20 minutes)
There are 10 types of revenue models that are presented in the chapter. Students should be
familiar with these prior to class or the instructor may choose to quickly review. After this
review, separate the students into groups of 3–4 and give each group the revenue model handout
The Discussion 0:20–0:35 (15 minutes)
Ask student teams to report out their ideas for each type of revenue model. For each
transformation of Lacy’s Lemonade ask them to identify the customer—both the users and the
purchasers. This helps tie back content from the Business Model chapter. In addition to asking
Instructor Resource
Neck, Neck, & Murray, Entrepreneurship: The Practice and Mindset
SAGE Publications, 2018
Key Takeaways
• Customers change as the revenue model changes.
Teaching Tips
Don’t worry if a particular revenue model does or does not make sense for Lacy’s Lemonade.
The purpose is to get students to critically think through each model on their own.
Handout